戛纳颁奖首夜，促销类奖项领跑全场。该奖项共收到3241件参赛作品，300件作品入围，最终评出94件作品，包括20金，29银和44铜。adam&eve DDB伦敦办公室凭借为英国知名百货公司Harvey Nichols促销的参赛作品《Sorry I spent it on my self》斩获了全场大奖。

下面是全场大奖及金奖的精彩视频创意合辑。

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奖项：PROMO & ACTIVATION LIONS GRAND PRIX 促销及激活营销全场大奖
       广告主：HARVEY NICHOLS
       篇目：SORRY I SPENT IT ON MYSELF
       创意商：ADAM&EVE DDB London
       入选类别：Integrated Promotional Campaign

《对不起，我要为我自己花钱》是英国著名的流行奢侈品百货HARVEY NICHOLS在圣诞节之际推出的一次极富创意的营销活动，伦敦ADAM&EVEDDB创意执行了这场令人难忘的圣诞节营销活动。

圣诞节购物送礼是一笔很大的开销，为此烦恼的不止你和我。于是，广告主HARVEY NICHOL为消费者贴心打造了一系列低价圣诞礼品“抱歉，我还要为自己花钱”（SORRY I SPENT IT ON MYSELF），这样消费者就可以省下钱来，为自己买奢侈品啦。而所有这些礼品都可以在线上或百货店内买到。为了百分百地实现这个“自私”念头，HARVEY NICHOL还设计了一款可以在网上免费下载的圣诞卡片。

该营销活动通过平面媒体、系列网络视频宣传，并在产品发布当天于店内、线上和电影院做了宣传。营销效果惊人之好！3天内2.6万件礼品一售而空，而Harvey Nichols爱火也创造了前所未有的销售佳绩。

CASE FILM
PRESENTATION BOARD

Client: HARVEY NICHOLS
Product: CHRISTMAS
Entrant: ADAM&EVEDDB London, UNITED KINGDOM
Type of Entry: Integrated Promotional Campaign
Category: Integrated Campaign Led by Promotion and Activation
Entrant Company : ADAM&EVEDDB London, UNITED KINGDOM
Advertising Agency : ADAM&EVEDDB London, UNITED KINGDOM
Media Agency : PHD London, UNITED KINGDOM
Media Agency 2 : ROCKET London, UNITED KINGDOM
CREDITS

Name Company Position
Ben Tollett Adam/Eveddb Executive Creative Director
Ben Priest Adam/Eveddb Executive Creative Director
Emer Stamp Adam/Eveddb Executive Creative Director
Richard Brim Adam/Eveddb Creative
Daniel Fisher Adam/Eveddb Creative
Paul Billingsley Adam/Eveddb Business Director
Jessica Lovell Adam/Eveddb Planner
Kannayo Okolie Adam/Eveddb Account Manager
Kirsty Harris Adam/Eveddb Creative Producer
Daniel Moorey Adam/Eveddb Art Buyer
Alex Fairman Adam/Eveddb Designer
DESCRIBE THE BRIEF FROM THE CLIENT

To creative a memorable and multi-platform Christmas campaign that cut through the other noise of Christmas in a creative and engaging way.

PROMOTION DEVELOPMENT

We invented a new line of products for the festive season. The Sorry I Spent it on Myself Gift Collection.
A range of budget presents that we created so people could spend less on others and more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online. And for the truly selfish, we created a free downloadable Christmas card. The range was announced to the public with a print campaign as well as a range film online. On launch day we seeded a film online, in store and in cinemas.

RESULTS

26,000 sold out within three days and Harvey Nichols went on to have one of their best years to date.

RELEVANCY TO PRODUCT/SERVICE

‘See Implementation’

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1. 奖项：金狮奖Golden Lions
       入选类别： Use of Promotional Stunts and Live Advertising
       广告主：DHL
       篇目： TROJAN MAILING
       创意商： JUNG von MATT Stuttgart, GERMANY

2. 奖项：金狮奖Golden Lions
       入选类别：Use of Promotional Stunts and Live Advertising
       广告主：ABTO : BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION
       篇目： BENTLEY BURIAL
       创意商： LEO BURNETT TAILOR MADE São Paulo, BRAZIL

3. 奖项：金狮奖Golden Lions
       入选类别： Use of Exhibitions and Digital Installations
       广告主： BISCHÖFLICHES HILFSWERK MISEREOR
       篇目： THE SOCIAL SWIPE
       创意商： KOLLE REBBE Hamburg, GERMANY

4. 奖项：金狮奖Golden Lions
       入选类别：Use of Exhibitions and Digital Installations
       广告主：BRITISH AIRWAYS-
       篇目： MAGIC OF FLYING
       创意商： OGILVYONE LONDON, UNITED KINGDOM

5. 奖项：金狮奖Golden Lions
       入选类别：Use of Exhibitions and Digital Installations
       广告主：HONDA MOTOR CO.
       篇目： SOUND OF HONDA / AYRTON SENNA 1989
       创意商： DENTSU Tokyo, JAPAN

6. 奖项：金狮奖Golden Lions
       入选类别： Use of Guerrilla Marketing in a Promotional Campaign (Small Scale)
       广告主：RED CROSS
       篇目： BILLS ONLY COLLECTION BOX
       创意商： JWT MEXICO Mexico City, MEXICO

7. 奖项：金狮奖Golden Lions
       入选类别：Use of Customer in-Store Experience
       广告主：INTERMARCHÉ
       篇目： INGLORIOUS FRUITS AND VEGETABLES
       创意商： MARCEL Paris, FRANCE

8. 奖项：金狮奖Golden Lions
       入选类别：Use of Print or Standard Outdoor in a Promotional Campaign & Public Health & Safety & Public Awareness Messages
       广告主：UN WOMEN
       篇目： THE AUTOCOMPLETE TRUTH
       创意商： MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

9. 奖项：金狮奖Golden Lions
       入选类别： Sponsorship or Partnership Campaigns
       广告主：TRANSAVIA.COM
       篇目： TRANSAVIA – EBAY
       创意商： LES GAULOIS Puteaux, FRANCE

10. 奖项：金狮奖Golden Lions
       入选类别：Online Advertising in a Promotional Campaign & Use of Other Digital Platforms in a Promotional Campaign
       广告主：TERRE DES HOMMES NETHERLANDS
       篇目： SWEETIE
       创意商： LEMZ Amsterdam, THE NETHERLANDS

11. 奖项：金狮奖Golden Lions
       入选类别： Online Advertising in a Promotional Campaign
       广告主：VOLVO TRUCKS
       篇目： LIVE TEST SERIES
       创意商： FORSMAN & BODENFORS Gothenburg, SWEDEN

12. 奖项：金狮奖Golden Lions
       入选类别：Use of Other Digital Platforms in a Promotional Campaign & Commercial Public Services, including Healthcare &
       广告主：CAN
       篇目： SPEAKING EXCHANGE
       创意商：FCB BRASIL São Paulo, BRAZIL

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13. 奖项：金狮奖Golden Lions
       入选类别：Use of Social Audience in a Promotional Campaign
       广告主：NEYMAR JR
       篇目：#SOMOSTODOSMACACOS #WEAREALLMONKEYS
       创意商： LODUCCA São Paulo, BRAZIL

14. 奖项：金狮奖Golden Lions
       入选类别：Charities &
       广告主：MIMI FOUNDATION
       篇目： IF ONLY FOR A SECOND
       创意商： LEO BURNETT FRANCE Paris, FRANCE

15. 奖项：金狮奖Golden Lions
       入选类别：Public Health & Safety & Public Awareness Messages
       广告主：TRANSPORT ACCIDENT COMMISSION
       篇目： UNGIVEN GIFTS
       创意商： GREY MELBOURNE, AUSTRALIA